The Challenge came to Ninth Floor with a serious branding issue on its website – the site was dated, hard to navigate, not friendly on multiple devices, and did not capitalize on its affiliation with NC State University. They needed a new site that would convey academic integrity, promote the relationship with NC State and feature their unique proposition. is a peer-reviewed online journal devoted to the science and engineering of lignocellulosic materials, chemicals, and their applications for new uses and new capabilities. It is a valuable resource that attracts attention from researchers across the globe.


The Solution

Ninth Floor listened to their client, and focused on designing a new site that would differentiate by clearly associating it with NC State – a top-tier research university. Messaging on the site focused on the fact that is an online, open-access journal – meaning there is no print edition and therefore access to journal content is free and easily accessible. What’s more, the client wanted a modern, sophisticated design that all could be proud of, which truly represented a quality organization. According to the client “Authors choose to publish with us because we offer English-language editing, speedy service, and our articles are free to access. Our scope is much wider than the average journal.” By all accounts, the new website has succeeded on all levels.

The Result

The website is now up and running and getting a lot of attention from researchers worldwide as a valuable online resource.  What’s more, authors are taking note of the site and using the resource to submit important articles. And internally, the new website is being praised by all stakeholders for its sleek new design and easy accessibility. Go to and you’ll see a website that is clean, modern, user friendly and easy to navigate on all devices. Its design ties in closely with NC State University in terms of language, graphics and readability – featuring easy access to links on important articles and information. Compare it to the old site and you’ll see the dramatic before and after. And most important, the client is thrilled that the new website reflects in a positive light.